The National Active and Retired Federal Employees Association (NARFE) faced a critical need to redefine its value proposition, reconnect with current members, and reach new prospects. Traditional membership recruitment and engagement approaches were failing to effectively convey NARFE’s importance as the only association representing all federal employees and retirees on matters ranging from legislative policies to protecting federal benefits. Street Level Studio worked with NARFE to strategize and produce a robust multimedia marketing playbook that would mobilize the association’s diverse audience segments and drive membership growth. With this refined, unified marketing strategy and more structured approach to outreach, NARFE is actively engaging with its entire membership base and membership numbers are in the black for the first time in nearly two decades.